SERVMO: A Measure for Service-Driven Market Orientation in Higher Education

Voon, Boo Ho

doi:10.1080/08841240801912583

Cited by 41 publications

(36 citation statements)

References 35 publications

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“…As a result, the marketing of higher education, and the theoretical principles that guide the process, while slow to take hold on college campuses (Edmiston-Strasser, 2009), are now a widely-discussed topic in the academic literature (e.g. Anetil, 2008;Bennett & Ali-Choudhury, 2009;Bok, 2003;Gibbs, 2007;Gyure & Arnold, 2003;Harrison-Walker, 2010;Hemsley-Brown & Oplatka, 2006;Maringe & Gibbs, 2009;Voon 2007).…”

Section: Introductionmentioning

confidence: 99%

We've got minorities, yes we do: visual representations of racial and ethnic diversity in college recruitment materials

Pippert

Essenburg

Matchett

2013

Journal of Marketing for Higher Education

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Colleges and universities have expanded their use of the internet and social media in marketing strategies, but the direct mailing of admissions brochures continues to be at the heart of recruitment efforts. Because admissions brochures often serve as a potential student's introduction to the campus, they are carefully crafted to provide a specific impression of the institution. This study examined one aspect of the marketing of colleges by examining the portrayal of racial and ethnic diversity. Through a content analysis of over 10,000 photographs from 165 fouryear institutions in the US, the accuracy of the photographic portrayal of diversity in recruitment materials was assessed. Findings indicate that the majority of institutions provided images of diversity to prospective students in 2011 that were significantly different than the actual student body. Furthermore, diversity was typically symbolized by portraying African American students at higher rates rather than presenting a more representative student body.

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Section: Introductionmentioning

confidence: 99%

We've got minorities, yes we do: visual representations of racial and ethnic diversity in college recruitment materials

Pippert

Essenburg

Matchett

2013

Journal of Marketing for Higher Education

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“…In accordance with the number of works that undertake a study of the influence of market orientation on student satisfaction (Voon 2008;Casidy 2014;Tanrikulu and Gelibolu 2015;Tran et al 2015), this seems to be the principal aspect that the authors have deemed relevant as a measure of performance. Customer-perceived service quality (Voon 2008;Bakar et al 2014), customer loyalty (Voon 2008;Casidy 2014) and other minority aspects such as student retention or word-of-mouth have also received attention from researchers.…”

Section: Perceptions Of Stakeholders As a Measure Of Performance Imentioning

confidence: 72%

“…As for the direction taken by research on the market orientation concept in the field of HE, some works have focussed on the development of valid and reliable scales to measure how it is applied (Hammond et al 2006;Voon 2008;Hemsley-Brown and Oplatka 2010;Küster and Avilés-Valenzuela 2010;Rivera-Camino and Molero Ayala 2010;Llonch et al 2016). The possibilities and problems that HEIs experience in making the transfer from a traditional approach to one of market orientation (Siu and Wilson 1998) or the degree to which universities or the university systems of different countries target the market (Stewart 1991;Hammond et al 2006;Pavicic et al 2009;Bakar et al 2014) have also been studied, even managing to establish comparisons among them (Hemsley-Brown and Oplatka 2010).…”

Section: Market Orientation Concept In the Field Of Higher Education:mentioning

confidence: 99%

“…A market-oriented behaviour by teaching staff also translated into better outcomes in their teaching, research and university extension activities (Flavián and Lozano 2007). Additionally, authors who have studied market orientation from the student perspective (sometimes labelled as "perceived market orientation") have drawn the conclusion that it has close associations with customer-perceived service quality (Voon 2008;Bakar et al 2014), customer satisfaction (Voon 2008;Casidy 2014;Tanrikulu and Gelibolu 2015;Tran et al 2015), customer loyalty (Voon 2008;Casidy 2014), word-of-mouth (Casidy 2014) and perceived brand equity (Tanrikulu and Gelibolu 2015). Lastly, the study of market orientation has more recently been extended to other contexts such as the export of universities' educational services to international students (Nagy and Berács 2012;Asaad et al 2013;Asaad et al 2015), or internal marketing (Carlos and Rodrigues 2012).…”

Section: Market Orientation Concept In the Field Of Higher Education:mentioning

confidence: 99%

“…Customer-perceived service quality (Voon 2008;Bakar et al 2014), customer loyalty (Voon 2008;Casidy 2014) and other minority aspects such as student retention or word-of-mouth have also received attention from researchers. The above aspects bear a relation with the student, a single university stakeholder.…”

Section: Perceptions Of Stakeholders As a Measure Of Performance Imentioning

confidence: 99%

See 2 more Smart Citations

The marketing orientation as a university management philosophy: a framework to guide its application

Sabando¹,

Forcada²,

Calvo³

2018

cuadernosgestion

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The environment in which university institutions develop their activities has become more competitive over recent decades and market elements have been introduced into the sector. Accordingly, universities have shown a growing interest in developing and maintaining a favourable and distinctive image among their stakeholders. To this end, many of them have focused their efforts on the improvement and renewal of training programs. However, such efforts have not always been matched in the transmission of a more favourable perception among their stakeholders. This context calls for university management with a marketing orientation. However, university marketing is in its early stages in many parts of the world and the incorporation of marketing principles and practices in the field of higher education encounters much reluctance from citizens and academics. This contribution sets out the reasons for this resistance, which may be grounded in a misconception about the discipline, and a working framework for marketing management in universities is proposed to facilitate the practical implementation of marketing philosophy in such institutions. It is a framework whose design involves a combination of services marketing and corporate marketing proposals and highlights aspects that managers of higher education institutions should focus on 1) to meet the demands of different stakeholders with varied (and sometimes conflicting) interests and 2) to move towards the development of a favourable perception among the stakeholders of the institutions they manage.

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Student orientation in higher education: development of the construct

Alnawas

2014

High Educ

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SERVMO: A Measure for Service-Driven Market Orientation in Higher Education

Cited by 41 publications

References 35 publications

We've got minorities, yes we do: visual representations of racial and ethnic diversity in college recruitment materials

We've got minorities, yes we do: visual representations of racial and ethnic diversity in college recruitment materials

The marketing orientation as a university management philosophy: a framework to guide its application

Student orientation in higher education: development of the construct

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